Background

Van Mildert is a fashion retail chain representing some of the world’s leading designer brands including Dolce & Gabbana, Hugo Boss, Paul Smith, Stone Island, Burberry and Aquascutum.

The company enjoys a high profile in the fashion world as current holders of three Drapers Awards for excellence for Independent Retailer of the Year 2009, Young Fashion Retailer of the Year 2009 and Menswear Retailer of the Year 2009 beating big name retailers such as TopMan. Van Mildert has also recently hooked up with one of the UK’s most successful entrepreneurs, Sir Tom Hunter, in a fashion related joint venture creating big news in the national business media.

With ambitious growth plans the store aims to create greater national awareness of its brand and its impressive clothing ranges.

Strategy

Cool Blue develops and delivers a product placement campaign ensuring that Van Mildert is name-checked in key UK fashion blogs as well as on the pages of national fashion magazines and weekend magazine supplements.

We also devise and impelement a social media strategy to improve the store’s use of this influential medium ensuring that its followers continue to grow and proliferate their interest in Van Mildert.

Result

Coverage of Van Mildert and its products has increased exponentially with consistent appearances in the UK’s leading fashion titles. During the campaign to date Van Mildert has broken new ground in audience penetration with its clothes appearing in titles including The Observer and The Oberver magazine, Esquire, The Guardian magazine, The Sunday Times Style magazine and in a Hello magazine style makeover with Dragon’s Den entrepreneur Peter Jones.